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This story first appeared in the March 24, 2009 issue of WWD.  Subscribe Today.


Serena Williams is partnering with HSN on a collection of accessories and clothing called Signature Statement, to bow April 30.

“I always want to make a statement, both on and off the court,” Williams said. “One of my dreams has always been to share gorgeous gifts of fashion and luxury with the world. Off the court, my passion is fashion. Signature Statement is my own line of accessories and fashion, complete from jewelry to dresses.”

The collection will retail from $29.95 to $100 and includes a fashion-forward range of jewelry, handbags and knits. Williams described the accessories as “feminine, classic, statement pieces.”

Williams joins the ranks of Iman and Paula Abdul, who have developed accessories lines with the $3 billion HSN, which, like its competitor, QVC, is focused on supplying viewers with fresh talent and bold-faced names.

“The world has always known Serena to be number one on the tennis court, and now they’ll rediscover her as a fashion icon because she brings the same dedication and expertise to her collection as she does to the court,” said Joy Mangano, HSN president of Ingenious Designs, a wholly owned subsidiary that operates the firm’s celebrity division.

Williams and HSN said they would be open to continuing the partnership in years to come. “HSN is all about building brands for the long term, and that is certainly how we view Serena and her new Signature Statement collection,” said Mindy Grossman, HSN’s chief executive officer. “Her passion for fashion design is boundless and we look forward to her expanding the line with new offerings each visit.”